Key Points
- The Problem Gambling Foundation reckon all gambling adverts should be banned and that includes those from companies that actually get a licence.
- Eleven companies won the right to bid for 15 online casino licences in New Zealand, with a NZ$15m price tag attached to each. No guarantee that they’ll get a licence though.
- So the debate is now about just enforcing the rules we’ve got, not whether or not we have them in the first place.
The Licences Still Haven’t Been Awarded, But the Advert Argument Has Already Started
NZ hasn’t given a single online casino a licence yet but the argument about how they can advertise is already in full swing. The Problem Gambling Foundation want all online casino adverts banned, including ones from companies that get a licence.
The foundation’s advocacy director Andree Froude popped up on RNZ’s Morning Report to make the case. She reckons some overseas operators have just treated New Zealand’s laws like a bit of a joke. “They’ve been treating our law as optional for quite some time” she said. “They’ve been using social media as well as more extreme methods, like tagging up walls and buildings to promote their offshore sites. They’ve been using influencers too.”
So her solution is fairly simple: “If we’re really serious about preventing harm, then we need to prohibit gambling advertising” she said. She pointed out that the World Health Organisation is in favour of restrictions like this.
What The Auction Actually Bought
The news is coming hot on the heels of the Department of Internal Affairs announcing the results on the 13th of October. From what the department put out, it seems that 32 bidders were whittled down to 11 in a 10-round bidding process.
Those 11 got to bid for a total of 15 licences, but it’s worth noting that winning the auction doesn’t guarantee a licence. The final price ended up being NZ15m a pop, but that only actually gets paid when the successful bidders actually lodge their full applications.
The DIA reckon that i fall15 get turned in to approved licences, the bidding process could rake in a total of NZ225m.
Super Group’s Baytree Interactive managed to secure the maximum 3 bids, as did Entain’s Playvia Gaming, and Rock Swift Group. TAB New Zealand, Stake and a few others managed to snag just one bid each. Entain also happens to operate TAB New Zealand under a 25-year deal, so they’ve got a backdoor into the market.
As of December 1st, 2026, any operator without a licence application in place will have to stop serving New Zealand punters. The ones who are bidding can keep trading, but only in a non-advertised fashion until their applications are decided upon. The DIA are also saying that a provider’s past behaviour on compliance could be considered when making their decisions something that echoes Froude’s key point.
A Compliance History Based on Small Penalties
Such a compliance history is important considering that the DIA has been enforcing the existing ban for quite some time. In 2025, the agency fined four influencers and Spinbet for a total of NZ125,000.TheCuraçao-licensedoperatorpaidNZ60,000 for 12 breaches.
Infringements were penalized according to the provisions of the Gambling Act 2003, where the fine for an infringement was NZ5,000. The incentives for violating the ban were much more substantial, according to the DIA director Vicki Scott, who reported having heard of influencer incentives of between NZ50,000 and NZ$500,000.
On 1 May 2026, however, the Online Casino Gambling Act became law. The DIA can now issue takedown notices and impose penalties of up to NZ$5m for advertisements for illegal gambling. Froude is still hesitant about such penalties on paper. “Having a big penalty, for example, is just a number on paper if we don’t enforce it,” she said.
Even More Restrictive than Debated
Not mentioned often enough are the restrictions imposed by the licensed regime in place. The Online Casino Gambling Regulations 2026 prohibit sponsorships, affiliate marketing, personalised spend-enhancing advertisements, and any casino advertisement referencing other forms of gambling.
Inducements are allowed, but only to a limited extent. The legal analysis from the regulatory team of Senet Group points out that inducements have value caps and can be advertised only on the website of the operator. Their television, social media and billboard advertising of the sign-up offers is prohibited.
TAB and Lotto are not subject to this regime, according to Froude. They have minimal rules for their advertising and any complaints are directed to the Advertising Standards Authority. This explains the reason why she calls the current system “a little bit confusing.”
The PGF has maintained the same position throughout many years. In July 2024, it demanded banning licensed advertising while allowing inducements only with strict restrictions. During the select committee hearings in 2025, Pub Charity’s Martin Cheer warned about “a tsunami of promotion” with the arrival of licensed casinos.
The Market behind the Argument
The market becomes obvious from the figures of the Ministry of Health’s gambling research. Offshore companies declared to Inland Revenue the gambling income of NZ$342.5m for the year up to June 2023. This figure includes all revenues, spending minus winnings, from offshore gambling, including sports betting. It does not reveal the true figure.
According to the 2023/24 New Zealand Gambling Survey, some 156,000 persons aged 15 and over gambled with offshore online providers. Almost one out of five people was at moderate or high risk. More than 44.3% of those aged 15 to 24 gambled in the previous year. Around 26,000 young people were at moderate or high risk.
Entain, running TAB and Betcha, claims to invest heavily in safer gambling products and age verification. Entain’s general message is that regulated and visible brands should help move players from unprotected offshore sites.
Lessons from Australia’s Experience
Across the Tasman, experience proves what will happen when the country tries to do only something. The Grattan Institute revealed that TV gambling ads increased in number after the 2018 Australian restrictions for live sports events. According to Grattan, partial bans create loopholes that advertisers will exploit.
However, Canberra decided to choose restrictions rather than prohibition. The Interactive Gambling Amendment (Gambling Reform) Act 2026 gained royal assent on 26 August. Starting 1 January 2027, the legislation will prohibit wagering advertisements during live sport and limit daytime TV advertising to no more than three per hour. Medical organisations demand more, with RANZCP and RACP advocating for the total ban.
Expert analysis: The PGF is fighting the right war on the wrong front
In our opinion, the foundation’s diagnosis is acute. Still, the timing of the proposed ban does not work in favour of the foundation’s mission. Licensed advertising is the only tool the government has to bring 156,000 offshore gamblers to the protected market. Banning it before the first license will make the voices of illegal advertisers louder.
We believe that the advertisement banning discussion diverts attention from a more important issue. DIA has NZ$5m penalties and takedown power. The department’s credibility depends on the use of these tools against offshore brands, not against local influencers who have a modest follower base.
Finally, the DIA says compliance history “may” be considered. We think that word is too soft. If past breaches carry no visible weight in the first licensing decisions, the PGF will have won the argument without passing a single new law.
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